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Cannes Lions honours Yvon Chouinard as the 2023 Cannes LionHeart
Mumbai: Cannes Lions has announced that it will honour the founder and former owner of Patagonia, Yvon Chouinard, as its Cannes LionHeart; the award given to a person who has harnessed their position to make a significant and positive difference to the world around us.
LIONS CEO & chairman ascential futures Philip Thomas said, “Yvon Chouinard has made a tireless commitment to environmentalism through his philanthropic contributions and leadership of Patagonia. He embodies the purpose of the LionHeart award and we are humbled to be able to offer the platform of Cannes Lions to appeal to the world’s communicators to help his cause. His work is an inspiration to us all and we look forward to honouring him in June.”
Previous recipients of the Cannes LionHeart include Bono, Al Gore, Blake Mycoskie, Richard Curtis, Paul Polman, Phumzile Mlambo-Ngcuka and Malala Yousafzai.
On receiving the award, Chouinard said, “50 years ago, we started this experiment in responsible business, and today, as we look towards the next 50, we’re dead serious about addressing the environmental crisis. Every part of the Patagonia business, including the value we create, is linked to our purpose. We have a long history of asking customers to think differently about the clothes they wear, buying only what they need and repairing when necessary. And as a company, we give away 1 per cent of sales each year and are a certified B Corporation. But none of this is enough. That’s why we decided it’s time for a new experiment, with the announcement that earth is now our only shareholder.”
He continued, “Receiving the recognition of the LionHeart award sends the message that creativity can be a powerful force in the work to save our home planet. The creative industry is uniquely placed to lead the way in ambitious business practices and to inspire people everywhere to act now.”
Patagonia marketing director EMEA Tyler LaMotte will represent the brand on stage at Cannes Lions in a highly anticipated seminar. LaMotte said, “For our 50th year, we’re looking forward, not back, to life on Earth. Together, we can prioritize purpose over profit and protect this wondrous planet, our only home.” For the first time, the Cannes LionHeart seminar will dive into the marketing practitioners point of view and demonstrate how to drive the sustainability agenda in practice not theory, and how to prioritise purpose over profit.
Chouinard founded Patagonia in 1973, a company known for its products and commitment to advancing solutions to the environmental crisis. The company was nearly 50 when Chouinard decided it was time for another improvement. In September 2022, Chouinard and his family adopted an innovative ownership model, locking in the company’s values and dedicating the excess profits to protecting our home planet.
Chouinard co-founded 1 per cent for the Planet, Textile Exchange, Fair Labor Association, Sustainable Apparel Coalition, The Conservation Alliance, the Regenerative Organic Alliance, and the Global Salmon Farming Resistance. Chouinard‘s business memoir Let My People Go Surfing has been published in 16 languages and has sold more than 500,000 copies. His book The Responsible Company tells how to incorporate values in business.
The Cannes LionHeart award will be presented during the final awards show of Cannes Lions on Friday 23 June. Further information on Cannes Lions, including speakers and how to attend can be found at canneslions.com.
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Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
